Once taboo, tools like concealer and bronzer have found their way into guys’ grooming kits. Our conflicted writer tests it all out—and finds arguments in favor of putting on a face

LAST AUGUST headlines blasted that French president Emmanuel Macron had spent approximately $30,000 on a personal makeup artist during his first three months in office. That’s about $330 a day. On makeup. For a man. (The Élysée did not respond to requests for comments on this matter.) Although male politicians and TV anchors have long used makeup for public appearances, Mr. Macron’s eyebrow-raising budget (and tawny, photogenic face) sent a message that powerful men are going to great lengths to look their best. But even among non-heads of state, the once-absurd notion that makeup can reasonably be part of a man’s grooming...